The Mick: #KidsAreDicks

This case study shows how The Mick, Fox's new TV series, made its debut in the US by creating an engaging campaign that invited parents and fans to share their parenting stories.

Campaign details

Brand: The MickBrand Owner: FOX Broadcasting CompanyLead Agency: 360iContributing Agencies: 360iCountry: North AmericaIndustries: TV channels, services, programmesMedia Channels: Integrated, Online video, Outdoor, out-of-home, Print - general, Radio, Search marketing, Social media, TelevisionBudget: 5 - 10 million

Executive Summary

The Mick is a new FOX comedy, starring Kaitlin Olson (It's Always Sunny in Philadelphia) as Mackenzie "Mickey" Murphy, an irresponsible alcoholic hustler who assumes guardianship over her sister's kids.

With the holidays on our heels, what better way to stand out among the masses...

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